CM Publicity debuts with Beckhams as first clients

England football captain David Beckham and his wife Victoria have been confirmed as start-up clients of CM Publicity, the PR agency launched this week by former Outside Organisation press director Caroline McAteer.

PRWeek can reveal that McAteer’s new outfit – of which 19 Management founder Simon Fuller, Henry’s House founder Julian Henry and McAteer are the three founding partners – is called CM Publicity and plans to target stars from a variety of sports in a bid to boost its client list.

The agency’s third start-up client is confirmed as Arsenal winger Freddie Ljungberg, who McAteer formerly promoted at Outside, which she left in July (PRWeek, 25 July).

Outside founder Alan Edwards maintained that his agency continued to have ‘a contract with [Beckham sponsor] Adidas to handle David Beckham’s PR [related to that contract] until the end of the year’. Adidas declined to comment on McAteer’s move and the extent to which the firm would deal with Outside after McAteer’s exit.

Meanwhile, the SFX Sports Group continues to manage Beckham’s commercial and football-related deals.

McAteer said: ‘We think things are going to go the way of America, with all sports stars having an agent, lawyer and publicist.’

Outside signed a deal last month to promote Southampton’s England striker James Beattie.

Rocawear – the US clothing brand that uses Victoria Beckham as a ‘brand ambassador’ – has hired Halpern as its UK consumer PR agency, it emerged this week.

Halpern, which reports to US-based marketing director Bernadette Odoms, will handle media relations, as well as organising a party to be attended by hip-hop star Damon Dash and Victoria Beckham during London Fashion Week later this month.

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